HISTORYHarley-Davidson’s popularity exploded with veterans who returned home after both World WarII and Vietnam. The brand began receiving a negative reputation for drunken brawlers ridingaround on motorcycles.Harley-Davidson prides itself on being an American company.Harley-Davidson’s main consumer-base are the baby boomers. The are not gaining any newclients in the younger demographics while baby boomers are getting too old to ridemotorcycles.In recent years, marketers at Harley have struggled to branch out into new demographics,most notably gearing the brand toward women.
BLOG/SOCIAL MEDIA• When you buy a Harley-Davidson, you are not only buying a motorcycle, but you are also buying yourself membership into the Harley-Davidson community.• I would like to digitize that community by creating a massive blog where riders can share their own riding experiences and create a stronger sense of community from Harley’s younger riders. Content would be 50% user generated and 50% sponsored.• Twitter and facebook updates every day yet more frequently on Thursday and Sundays to increase “weekend awareness/regret”• Social Media Marketer using humor to appeal to users and knowledgeable enough to answer any questions.
FOURSQUAREHarley is uniquely positioned to use FourSquare much more than other brands.• Creating Harley-Davidson Scavenger Hunts using foursquare to use check-ins.• Creating a “Harley-Davidson Biker-Badge”• With Harley’s strong sense of community, uniting riders with fun riding missions/setting up teams will help in welcoming in new riders/hopefully establishing brand loyalty from a young age.
CHOP AND GEEK• Harleys compete mostly in the recreational market versus the transportation market.• Making Harleys more technologically compatible with Internet apps and other technologies will raise Harley up and uncover a new source of revenue.• Customizing motorcycles is a tradition in the motorcycle world, adding new state of the art accessories would force create competition and inspire sales.
THE MASCOT• Harley needs to avoid the leather jacket biker stereotype as people view it as “too intimidating”• Making geeks the new biker persona would soften the brand image however it might also upset establish brand.• Making a Science-Fiction character the newest face of Harley would be a great way to make the brand go viral .• Having Harley associated with futuresque movies will make consumers believe it is a “brand of the future”.
VIRAL VIDEOS• Create events that will gain a lot of social media attention.• Possibly Involving science-fiction mascot• Allow followers of brand to spark global interest by using humor.• Example: Stormtrooper on Harley searching for the droids.
BUDGET• Harley’s current twitter following is a mere 70,000. I would expect it to be over 500,000 within a year of constant Social Media buzz.• I believe I can achieve entire campaign (excluding Sci-Fi mascot rights) for about $150,000 a year including salary for one full-time Social Media Marketer.• Customized Foursquare badge $40,000.